EditorsJun 17, 2024
Q&A: Al Cook on the Future of De BeersLab-GrownOct 02, 2024
Lightbox Continues as a Brand, While Supplies Last?
The De Beers-owned lab-grown diamond company is rebranding and creating new collections, though its long-term future remains unclear.
Lightbox worked with creative studio Decade on one of its two new campaigns for fall 2024. Shot on location in New York City, it features model and actress Emma Breschi and members of her family, including her lola (grandmother) Tess, pictured at left with Breschi.
Gresham, Ore.—Lightbox revealed its plans to rebrand late last week, just a few months after De Beers Group announced it would no longer be growing the gem-quality diamonds Lightbox uses in its jewelry.
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
Related stories will be right here …
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
During the Las Vegas jewelry shows in late May/early June, De Beers announced plans to shift all production at its diamond-growing factory in Gresham, Oregon—the $94 million facility purpose-built for Lightbox and opened in late 2020—to industrial diamonds.
In an interview conducted at the JCK show on May 31, De Beers CEO Al Cook told National Jeweler that Lightbox as a brand would still exist, with gem-quality diamond production continuing at the factory “for a few months” to ensure it has stock to sell.
When asked what happens when the brand exhausts its current supply of stones and De Beers is no longer growing diamonds for jewelry, Cook said in May that it was “too early to say.”
Lightbox CEO Antoine Borde was not made available to National Jeweler for an interview regarding the company’s rebranding and its future, but a De Beers Group spokesperson confirmed Tuesday that the Gresham factory is no longer producing diamonds for Lightbox.
The spokesperson also reiterated Cook’s response from May about Lightbox’s long-term future, noting the brand’s “ongoing role in supporting differentiation between natural and lab-grown diamonds.”
Lightbox’s “Poet” hoop earrings from the “Reminiscence” collection, seen here in 14-karat white gold, are set with half-carat lab-grown diamonds and retail for $700.
This “Alberta” necklace from Lightbox’s other new collection, “City Lights,” retails for $700. The pieces in both new collections are available in 14-karat yellow or white gold.
The “Wistful” lab-grown diamond drop earrings from “Reminiscence,” seen here in 14-karat yellow gold, retail for $600. They total 0.5 carats (a quarter carat in each ear).
The three-stone “Sellwood” ring from the “City Lights” collection, pictured here in 14-karat white gold, retails for $600.
Lightbox’s rebrand included new jewelry boxes.
Lightbox’s new logo, tagline, and campaign imagery went live across all the brand’s channels last week, and its updated website launched.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
Weekly QuizAug 29, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
